The integration of Facebook and other social networking sites into the advertising industry has grown and tightened year on year in the past decade or so. In the technologically fast-paced world we live in today, we are exposed to an increasing amount of information that we want to consume and digest in a shorter time. In this context, video ads are one of the more effective ways to engage.
The advantage video ads have over static ads is that videos can tell a story and explain a concept. The trick is to do this in as short a time as possible without compromising the ad’s objective. For now, many brands still start with TV ads for a campaign. These ads however, may not work as well on mobile devices. Here are some pointers on how you take a TV ad and transform it into awesome mobile video ads!
#1. Scale your ad for small screens!
We might have huge TVs at home and most of the time we don’t care how small or large a text or image is. This is because we can still read it and typically that is how TV ads are designed. However, we must think big for small screens! If the subject or text is too small, zoom. Phones have different sizes and you’ll never know!
#2. Catch attention from the beginning of the ad
Remember, after the first 3 to 5 seconds, a viewer has the option to skip the ad. So tell them upfront what the ad is about and capture their attention with an impactful visual. You need to strike when the iron is hot, that is, from the very beginning especially for a mobile audience.
If you’re telling a story, put the statement in the first seconds so that the audience can choose to keep watching. Another way is to feature a celebrity or the unique feature of the product / services / app upfront.
#3. Get the highlights of the ad and tell your story in more or less 15 seconds
Choose highlights in the TV ad that can tell your story in an engaging and clear manner. As such, B-rolls are more often than not disregarded, if there are many highlights that you can select from the TV ad. If you do choose a slow moving footage, consider quickening it up a bit to present more as part of the flow of your ad. Don’t hesitate to remove milliseconds of the ad, it could help!
#4. Reserve the last 3 to 5 seconds for brand recall
You might have successfully delivered your message but the audience needs to remember what you are advertising. Brand recall is important.
#5. Add a call-to-action button in the end
On TV ads, in order to engage, you will either have to remember the ad’s website or call right away after the phone number flashed on the screen. The advantage of mobile ads is that it allows for the integration of call-to-action (“CTA”) buttons. You can redirect the audience to the website or the shopping site or to the store for the audience to download the app. If you don’t want your viewers be confused on what to do after viewing your ad, add a CTA button! Do remember however, that for Facebook ads, you may not need to include a CTA button in the visual itself as Facebook ads come with default CTA buttons that can be included in the messaging.